Hasta La Ideas

In a campaign to promote the Editoras Online bookshop, DDB Brasil created a book that regularly updates its content.

The book, which is available exclusively from Editoras Online, features a series of QR codes. Using a mobile phone, the reader can decode them to reveal messages about love and hate that have been posted on Twitter.

This video explains how it works

While this video shows it in testing

Every time someone who is following the campaign’s Twitter profile tweets a phrase containing either the words ‘love’ or ‘hate’, that phrase is captured and linked to one of the QR codes in the book. Tiago Marcondes, who created the campaign, explains that they would have liked to pull in phrases from all over Twitter but lawyers advised that only those of people following the campaign could be used.

To promote the book, before it was launched DDB posted 4000 stickers bearing 200 different QR codes around São Paulo. Each sticker says “Here’s a moment of love” or “hate” and has a QR code below. As with the book pages, those with QR-enabled phones can decode the graphic to reveal a phrase from Twitter. All the stickers and the QR codes in the book are updated with new phrases every 7 days.

More pictures can be found here

The campaign website is here, with info in English here